Skripsi

PENGARUH KREDIBILITAS DAN DAYA TARIK INFLUENCER TIKTOK @MARANDANGPEMPEK TERHADAP MINAT BELI PRODUK UMKM KOTA PRABUMULIH

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The background to this research is the widespread use of social media for digital marketing, particularly the TikTok platform. Influencers are a key factor influencing consumer purchasing intention. The purpose of this studi was to determine the influencer of the credibility and attractiveness of the TikTok influencer @marandangpempek on purchasing intention for micro, small, and medium enterprises (MSMEs) products in Prabumulig City. The study use a quantitative approach with 96 respondents. The results showed that the regression model met all classical assumptions. This study showed that influencer credibility partially had a positive and significant effect on purchasing intention. Influencer attractiveness also proved to have a positive and significant partial effect. Credibility and attractiveness also had a significant simultaneous effect, contributing 63.1% to purchasing intention. It can be concluded that influencer credibility and attractiveness are important factors in influencing consumer purchasing intention for MSMEs products in Prabumulih City. Keywords: Attractiveness, Credibility, Influencer, Purchase Intention.

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Detail Information

Series Title

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Call Number

T1912752025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xvi, 72 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.872 07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Prodi Ilmu Komunikasi
Influencer

Specific Detail Info

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Statement of Responsibility

KA

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